Five months before the event, the advertising inventory of the 60th edition of the Super Bowl is already sold. This has been announced by NBCuniversal, which will be in charge of broadcasting the sporting appointment on February 8, 2026 through the NBC, Peacock and Telemundo channels. In addition, he has also announced that he has exhausted 90% of his advertising inventory for the broadcast of the NFL (National Football League), demonstrating the growing interest of the audience for sporting events on live television.
“The Super Bowl LX has generated an extraordinary interest in the brands and has allowed us to exhaust our advertising inventory before ever“said Peter Lazarus, executive vice president of NBC Sports & Olympics, advertising and alliances, in a statement.”The unprecedented demand of advertisers against the Super Bowl and our twentieth season of Sunday Night Football has converted to this next season of the NFL into the largest collection to date”
Nbcuniversal has sold its advertising inventory one month before Fox the previous year
As collected AdweekNbcuniversal has managed to sell its advertising inventory for the great game approximately one month before Fox announced his sale for the Super Bowl 59. This reflects that the spaces for ads are sold every time before and faster.
And also more expensive. And it is that according to the aforementioned medium, in spring the company sought to sell each announcement of 30 seconds at a price of 7 million dollars, but the figure has risen to 8 million dollars since then. Other media, such as Adagethey place the price per spot in the 9 million dollars, which would mean that the price of advertising would be beating records year after years, as well as the volume of advertising income of the Super Bowl.
According to NBCuniversal, digital investments in the Super Bowl have increased 20% since the last time the company was in charge of retransmission, which was the year 2022. It also points out that more and more brands are adopting an integral approach to advertising for the sports event.
The company has also contributed other details regarding the event. He points out that the categories of consumer, entertainment, finance and alcoholic beverages are the main ones in terms of investment in this edition of the Super Bowl. And highlights the growth of the commitment by brands from areas such as pharmaceuticals or QSR (Quick Service Restaurant).
The interest of brands in live television sport extends beyond the Super Bowl. As the company has shared, in the new season of Sunday Night Football will welcome more than 150 advertisers, of which 40 are new. In terms of investment, those belonging to the categories of motor racing, insurance, retail, technology and QSR.
With regard to the audience, it would be expected that the Super Bowl will beat records again. He has done it in the last two editions: in 2024, catapulted by the “Taylor Swift effect”, reached 123.4 million viewers; And in this 2025 the figure stood at 127.7 million viewers.
The appointment is expected to attract all types of audiences. As collected Sports Illustratedapproximately 75% of the public are people between 18 and 34 years old, and 54% are men. However, more than 60% of adults over 65 also tune in with the Super Bowl.
And it is that Baby Boomers are also great sports fans. According to a recent study by Global Web Index (GWI), this generation has an inclination for live sporting events, either attending in person or following the action from home. Among those who declare sports followers, about 20% go to professional matches or competitions, a figure that exceeds 19% of younger consumers.
